Marketing strategy inputs

B2B Playbook working file. Read GTM planning and channel strategy first.

Strategy before the demand spreadsheet. Delete teaching notes. Rank with no ties. Do not invent advantages you do not have.

Copyright © 2026 Ivan Xu. Private operating copy permitted. See LICENSE.

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Ranked ICPs

Profile (seat + company context)	Maturity (core / scaling / testing / not a priority)	Share of effort this period	Why

Marketing advantages (1–3, real)

Name what already accelerates growth. Categories are a prompt, not a checklist: product (virality, free plan, wedge), ecosystem (integrations, channel partners, a forcing function), brand-story (founder distribution, category ownership, an underserved community).

3. (optional)

What we will not call an advantage this period:

Perceptions (3–4 storylines)

Statements a buyer should be able to say about us. A campaign Goal should move one of these.

4. (optional)

Test: can ~90% of non-SEO content this period ladder to one of these? yes / no / which is orphaned:

Four revenue levers (forced rank, no ties)

1. (highest)
4. (lowest)

The four to rank: grow top-of-funnel in an existing audience · grow top-of-funnel in a new audience · increase value per customer · improve efficiency (conversion, cost, waste).

What this ranking forbids this period:

Big bets (1–3)

Work that could change the trajectory, not the day-to-day that keeps the lights on. Each row needs fuel (perception or offer), engine, and audience.

Bet	Fuel	Engine	ICP maturity	Owner	Contingency (product / hire / budget)	Stop rule

KPO goals (~5–8)

Time-bound. Each KPI has an efficiency twin. Non-goals are written.

Kind (K / P / O)	Goal	Why	Owner	Date

Non-goals this period:

Stretch (only if hire / budget / product lands):

Then, and only then

• Primary motion (from channel strategy):
• Demand and capacity files: gtm-demand-plan.xlsx / gtm-sales-capacity.xlsx